SVOD

The Evolution of “OTT” and “CTV”

Posted: October 6, 2022

While there is still some disagreement over the definition of “OTT” and “CTV”, most use these terms now in a new way that reflects the changes in the media landscape and viewer behavior during the last five years.

Audience & Media Measurement
Article

The Evolution of “OTT” and “CTV”

KNOWLEDGE@HAND, CMO BRIEF

Towards the end of 2018, the ARF issued a Knowledge at Hand report and a CMO Brief each called The OTT Revolution. Since then, the OTT revolution has not only continued but it has accelerated. Moreover, the pandemic acted as a catalyst, increasing the rate of this acceleration. At the same time, the meaning of the term OTT has changed.

Member Only Access

Streaming Viewing Continues to Grow

Posted: August 3, 2022

Nielsen finds that streaming TV viewing accelerated in June — rising to a 33.7% share of total viewing. According to Nielsen’s “The Gauge” measure, this is the biggest increase since the measurement began over a year ago. Read more »

Advertising and Streaming

Posted: August 3, 2022

There are three kinds of streaming services. The fastest growing right now are “FAST.” Attitudes about TV advertising appear to be one driver of FAST’s growth.